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Leonard Ncube-Online Reporter

THERE is need for more focus and investment into the Meetings, Incentives, Conferences and Exhibitions (MICE) sector in Africa for the industry to realise its potential beyond the current US$13 billion it contributes.
In a statement, the Zimbabwe National Convention Bureau (ZNCB) which is hosting the Zimbabwe MICE Masterclass alongside the Sanganai/Hlanganani World Tourism Expo at the Zimbabwe Exhibition Centre in Bulawayo, said Africa contributes a mere 2 percent of the world’s US$1.7 trillion MICE industry.
Zimbabwe through the Ministry of Tourism and Hospitality targets a US$5 billion industry by 2025 and authorities in the Ministry have said the target has been reached judging by receipts, arrivals and infrastructure development.
The Masterclass is being hosted as a professional development programme offering capacity building and information for decision makers in the tourism and related sectors.
It is the first of many activities lined up in the 17th edition of the Sanganai/Hlanganani World Tourism Expo.
It comes at a time when MICE Tourism has been identified as one of immediate transformative pillars of the Zimbabwean economy being a low investment and high returns sector.

The Ministry of Tourism and Hospitality Industry through the Zimbabwe Tourism Authority hosts the expo and has said UN Tourism acknowledges that the MICE sector is one of the fastest growing sectors of the global tourism industry.
“Tourism, including business tourism – is one of the leading sectors in international trade, accounting in 2019 for 28 percent of the world’s services exports, representing US$1,7 trillion from international tourism, turning it into the fifth largest traded services sector.
“While many factors influence tourism growth, MICE tourism and mega events can contribute massively to the influx of tourists to a country and destination, thereby bolstering job creation and socio-economic growth. According to the World Travel & Tourism Council, prior to Covid-19, travel and tourism industry globally is worth some US$7 trillion.
“Africa accounts for not more than around 2 per cent of that figure, or around US$13 billion, an indication that Africa’s MICE industry has potential that must be exploited in the face of rising interest in the continent,” read the statement.

Efforts are being made to promote tourist destinations through various products such as culture, cuisines, sport and others.
MICE is critical hence the need for investment into the initiative.
“MICE industry has potential that must be exploited in the face of rising interest in the continent. The MICE sector also provides opportunities for several other industries such as hotels, food and beverage, and other hospitality sectors coupled with physical infrastructure development.”
Attending the Masterclass are tourism stakeholders.
The forum is a platform for educating various associations on bidding for these conferences with the help of the National Convention Bureau, seeing the value and significance of incentive travel for organisations and Zimbabwe, how to be part of the MICE tourism value chain to unlock revenue generations for their organisations, strengthening of MICE Tourism delivery in the various tourism institutions, appreciate and learn how MICE could be leveraged to growth tourist arrivals,